Klio - yes, the powder milk. Sure, it has always been in the market, since the early 1993 to be exact. Whereas Dano, Tatra and Nido made their case very clearly on television each taking a different route (Nido with emotional memories, Dano focusing on children, and Tatra for all the DIY household foods) - Klio and I remember distinctly focused on radio with a jingle which was very high-pitched and irritating yet which still did not offer any specific positioning or clear differentiating point for the brand. Now, Klio is seriously back in the market this time with at least something to offer. 3x vitamins A and D (are they comparing to their old formula or to the daily bodily need?), also "energy and health" - the gigantic ad continues on the other side as well with more specific words. This of course is a welcome change to the older much more generic promises that Klio gave in the past. Now, with Lebanon being what it is these days, and with brand loyalty being out the window (here) I wonder if the people targeted in this ad (trying not to be stereotypical and assume mothers and females) will be hooked to Klio now that everyone is trying to save their buck.